Headlines---Headlines---get your headline information

I condensed a lot of information about writing headlines to two double-sided 3x5 cards. I didn't do a good job of recording who said what because I was trying to get a lot of info in a small space. I think the eight headline categories comes from John Caples. Anyway, I thought I'd share this info here.


TWO TYPES OF HEADLINES
Teaser Headlines---often don’t contain even a hint of the key benefit or info concerning the offer
Benefit Oriented Headlines-----stand greater chance of gaining reader attention


EIGHT HEADLINE CATEGORIES

DIRECT: stating the selling proposition directly with no wordplay, hidden meanings or puns
INDIRECT: makes its point in an indirect way such as for industrial missing device “ten million to one we can mix it”
NEWS: news about the product or the introduction of new product or improvement in current product: “new improved bounty” “finally, a Caribbean cruise as good as its brochure”
HOW TO: offers the promise of solid information sound advice and solutions. Many copywriters use it when they’re stuck
QUESTION: to be effective, must ask a question that the reader can empathize with or would like to see answered. Should focus on reader’s self interest, curiosity and needs, not on advertiser
COMMAND: tells prospects what to do: “put a tiger in your tank” “aim high. Reach for new horizons”
REASONS-WHY: (but does not have to use the words reasons why)“seven reasons why you should join”
TESTIMONIAL: written as if spoken by customer with quotes and usually a picture of that person


THE 4 U’S FORMULA FOR WRITING HEADS:
Urgent: give reason to act now by including time limit “make 100,000 from home this year” is better without leaving out the this year or “you’ve got 30 days to take advantage of the bargain of the year”
Unique:“why Japanese women have beautiful skin”
Ultra-specific:“what never to eat on an airplane”, or “best time to file for a tax refund”
Useful: Appeals to readers self interest by offering a benefit. “an invitation to ski and save” (benefit is saving money)


HEADLINE TECHNIQUES:
use “how to”
use a customer testimonial
put offer in headline
list the reasons why
offer free gift
provide helpful advice
give away free information
make an invitation
use the word “discover”
use the words “last chance”
seemingly outrageous claim
paint a picture of the benefits
state what product/service is
mention an award
quote a good review
quote an expert endorsement
feature a great price/discount
use the word “announcing”
turn perceived negative into positive
ask a thought providing question
differentiate from competition
agitate the problem
say you’re number one
make a big promise
ask if they need it
tell them what you’re looking for
promise to turn a dream into a reality


The headline should perform four different tasks:
get attention
select the audience
deliver a complete message
draw the reader into the body copy


GETTING ATTENTION:
Giving the reader news, headlines use works like:
new, discover, introducing, announcing, now, it’s here, at last and just arrived.

OTHER ATTENTION GETTING HEADLINE WORDS:
how to, why, sale, quick, easy, bargain, last chance, guarantee, results, proven and save

SELECTING THE AUDIENCE:
An ad for life insurance to those over 65 shouldn’t generate inquiries from people in their 20’s or an ad for a 65 thousand dollar sports car should say “this is for rich folks only”

We’re looking for people to write children’s books
Is your electric bill too high
A message to all charter security life policyholders


Eugene Schwartz: to create headline, you must know

1. what is the mass desire that creates this market?
2. how much do these people know today about the way your product satisfies this desire (their state of awareness)
3. how many other products have been presented to them before yours (their state of sophistication)

Three classes of successful headlines
SELF INTEREST. Best headlines are those that appear to readers self interest, based on benefits “another 50 dollar raise” “Retire at 55”
NEWS (next best). “new features of the Ford truck”
CURIOUSITY-(third best) “are you playing fair with your wife.”


“they didn’t think I could __ but I did” One reason it works is our natural tendency to root for the underdog
“who else wants __”. Strong implication that a lot of other people know something the reader doesn’t
“how ___ made me __” introduces 1st person story. structure-- seems to work best with dramatic differences
“are you” “are you ashamed of the smells in your house”
“are you smarter than your boss?" used to grab attention by challenging, provoking or arousing curiosity
“how I”, introduces first person story
“how to” two of the most powerful words you can use. a variation is to precede it with a specific flag”, a phrase calling for the attention of a particular person “ for busy doctors” “for the executive with work left over everyday”
“if you are ___, you can” another twist on flagging tech. "if your firm uses temporaries, you might qualify for 1000 in free services”
“secrets of” secrets of four champion golfers”
“thousands (hundreds millions) now ____even though they _____ “thousands now play even though they have clumsy fingers"
“warning: ___” is a powerful, attention getting word and can usually work for a headline tied to any sales letter using a problem solution copy theme
“give me ___ and I’ll____” “Give me five days and I’ll give you a magnetic personality”
“___ ways to _____” This is the how to headline enhanced with an intriguing specific number
“101 ways to increase new patient flow”